POPAI: 76% purchase decisions made in-store
With a prolonged recession, high unemployment, and a persistently challenging economy, the majority of U.S. grocery shoppers are looking to save money where they can. Yet when it comes to making decisions on what to buy more decisions than ever before, 76% to be exact, are being made in-store.
The Point of Purchase Advertising International (POPAI), the global association for the marketing at retail industry, has released findings from its 2012 Shopper Engagement Study. Building upon a long line of major shopper research trend studies, dating back to 1965, POPAI’s 2012 Shopper Engagement Study once again paved the path for in-store research by adding a combination of groundbreaking EEG and eye-tracking technology to attitudinal findings and shopper interviews in-store.
So what does today’s shopper look like compared to the shopper of yesteryear? The study found five key findings that in-store and shopper marketers should note when developing and implementing shopper programs.
- Today’s in-store decision rate has reached an all-time high of 76%.
- Nearly 1 in 6 brand purchases are made when a display with that brand is present in store.
- Today’s shopper spends less time but significantly more dollars during his/her shopping trip.
- Compelling creative not only sets apart in-store marketing, but it can turn the subconscious shopper into a conscious buyer.
- Shoppers who use debit/credit cards are more susceptible to impulse purchases and make more decisions in-store.
(News Item POPAI, 9 May 2012).